From WhatsApp to Web3: How Kaia is Turning 200M Asian Users into Crypto Natives

In an exclusive interview, Eddie Kim and Ashwani, the visionaries building Kaia, share their journey from traditional sectors to spearheading one of the most ambitious blockchain projects in Southeast Asia. In this compelling 'Behind the Startup' series, we dive deep into the minds of two leaders who are reshaping how blockchain technology integrates with everyday life. From addressing the challenges of gig workers in Indonesia to creating innovative Mini Dapps within messaging platforms, Kaia's approach offers a unique glimpse into the future of digital transformation in Southeast Asia.

Ishan Pandey: Hi Eddie Kim and Ashwani, welcome to our 'Behind the Startup' series. Please share about your journey and what drew you to blockchain technology. We would love to hear about your experience in Kaia?

Eddie: Before entering the Web3 industry, I worked in the international development sector with various organizations, including UNICEF, WHO, the UN Secretariat, and ASEAN. My role was to support the sustainable development of countries in the Asia-Pacific region. One of the biggest challenges in this sector is the slow pace of change—it often takes years to see the tangible results of your efforts. The only notable exception is projects involving the introduction of new technology. When a country or community adopts innovative technology, the impact on people's lives can be immediate and transformative. This realization fueled my interest in focusing on technology and innovation.

During the second year of the COVID-19 pandemic, I was in Indonesia, separated from my wife and son in Korea for over a year. That challenging and isolating experience led me to reevaluate my priorities. I decided to leave my position at ASEAN and return to Korea, even without a clear plan in place. After discussing my decision with my supervisor, I began exploring job opportunities in Korea, particularly in the ICT sector.

Around that time, a friend introduced me to the Web3 industry, sparking my interest in blockchain technology. The Kaia team (then the Klaytn team) was seeking someone to lead the decentralization process of the Kaia chain. My experience with international organizations and my academic background in governance made me an excellent fit for the role. This is how I transitioned into the Web3 industry.

Ashwani: Before I started my Web3 Journey, I worked mainly in the Banking industry as Head of data analytics and architecture for DBS, VISA, BNP Paribas, JPMC. My role was to understand the data needs from various departments and provide different solutions based on their needs. One of the biggest challenges for the Banking sector was a lot of regulations that made processes slow and expensive.

As I was part of the banking industry for almost a decade, I understand the banking shortfalls and importance of decentralization in this industry. For instance, just to transfer a thousand dollars from one country to another country, banks charge approx thirty to forty dollars as fees and take a couple of days to process the transactions. I learned about Bitcoin in 2013 but did not pay much attention but I got involved in the crypto industry in 2017. I got excited to understand about faster payments, low fees, and decentralization.

In 2021, I started exploring opportunities in the blockchain space to go deep into this sector. I came to know about Kaia (back then Klaytn) from a job portal in Singapore. I came to know about Kakao and how big companies are moving towards blockchain. This is how I moved from traditional finance to blockchain space.

Ishan Pandey: Kaia emerged from the chain merge with Klaytn. How does this evolution impact your goals for the platform's ecosystem and governance?

Eddie: Kaia emerged from the chain merger between Klaytn and Finschia. Klaytn was initiated by Kakao Group, renowned for its super app KakaoTalk, while Finschia was initiated by LINE Group, known for its own super app, LINE. Since both chains were developed by messenger companies, they shared a common goal: bringing Web2 users into Web3 through their messenger applications. This alignment of vision significantly facilitated a smooth technical and organizational merger.

From a governance perspective, we were fortunate as well. Both chains operated under a council-based governance model, with governance councils composed of global enterprises and ecosystem leaders successful in their respective chains. To consolidate, we simply merged the two councils into one unified governance structure. Again, we were fortunate that stakeholders from both chains aligned on the policies and strategic priorities of the new chain, which played a crucial role in making the merger a resounding success.

Ashwani: As mentioned earlier, Kakao and Line groups are interested in exploring opportunities with newer technologies like blockchain with the same mission to bring more messenger users to blockchain to provide more transparency. With this merger, it will provide us more global experience and to understand and cater users in the SEA region. Klaytn was more prominent in Korea but with Line, it will expand to countries like Japan, Thailand and Taiwan.

Both companies worked on the council model for governance so merger was easier to align the common goals and directions. Council members are global enterprise and big web 3 companies. With this merger, Kaia ecosystem expanded to a bigger and stronger ecosystem.

Ishan Pandey: What differentiates Kaia's approach to blockchain ecosystem development from other platforms, particularly in emerging markets like Southeast Asia?

Eddie: Before discussing our approach to the Southeast Asian market as Head of Southeast Asia, I'd like to highlight our Kaia Wave program. Following the chain merger, we engaged in extensive discussions on how to maximize the value and momentum created by the merger. The conclusion was to leverage one of our strongest assets: LINE Messenger. Specifically, we decided to enable developers to build Mini Dapps directly on the LINE messaging app platform.

This decision was influenced by the success of TON and Telegram, but we believe we can achieve even more. Unlike Telegram, which is primarily used by Web3-native users, LINE is an integral part of everyday life for Web2 users—our families and friends rely on it for daily communication. Through this initiative, we aim to bring Web3 closer to everyday life, making it an accessible and meaningful part of people's routines.

This belief drove the launch of the Kaia Wave program, a builder support initiative designed to ensure that high-quality Mini Dapps are developed on the Kaia chain and integrated into LINE Messenger. Since the program's launch in September, we've received over 700 applications, and we are in the process of selecting the best products to feature on the first day of our Mini Dapp ecosystem launch via the Dapp Portal within the LINE messenger.

In terms of market entry strategy, we take a localization-first approach, as we recognize that each market has unique needs and desires. For example:

Vietnam, one of our priority markets, has a developer-centric ecosystem. After intensive market research and interviews with local partners, we learned that many developers aspire to replicate the success of Axie Infinity (though they no longer explicitly state this ambition). To support this vision, we established a local team in Vietnam to assist developers in building on the Kaia chain and achieving their goals.

The Philippines has a gamer-oriented market. Gamers there often dream of creating large gaming guilds like YGG. In response, we focus on collaborating with local game guilds, helping them expand their communities and integrate into our Web3 gaming ecosystem.

This market-specific approach is how we build ecosystems tailored to local needs. Now, I am in India to better understand the dreams and aspirations of the Indian market and to explore how we can align our initiatives with its unique opportunities.

Ashwani: Kaia sets itself apart in blockchain development for Southeast Asia by focusing on accessibility, integration with popular platforms, and real-world applications. Its standout feature is embedding blockchain services into messaging apps like LINE and KakaoTalk, which have extensive user bases in the region. This integration lowers barriers to entry by enabling users to access wallets and decentralized applications (dApps) directly within familiar platforms, eliminating the need for specialized(technical) knowledge.

Kaia supports developers with tools like the NEXT WEB SDK and the Kaia Wave program, which offers funding and mentorship. These initiatives foster innovation, helping create tailored applications for Southeast Asian markets. Additionally, Kaia bridges traditional finance and blockchain through the tokenization of real-world assets such as gold, real estate, and ships, enhancing liquidity and expanding investment opportunities.

By leveraging strategic partnerships, Kaia ensures robust ecosystem support and scalability. Its user-centric approach aligns with the high mobile adoption and digital engagement in Southeast Asia, making blockchain more accessible to everyday users. With its blend of Web2 familiarity and Web3 innovation, Kaia positions itself as a leader in the region, driving adoption and creating practical, inclusive use cases for blockchain technology.

Ishan Pandey: With your background in sustainable development and analytics, how do you see blockchain, specifically Kaia, addressing pressing global challenges such as poverty, inequality, and climate change in Southeast Asia?

Eddie: Frankly speaking, Kaia is still a startup, and like most startups, our primary focus is on ensuring the success of the Kaia chain. While ESG considerations are not our immediate focus, they remain important and will naturally follow as we achieve a certain level of success.

That said, this does not mean Kaia is not contributing to addressing global challenges. In fact, we are already witnessing meaningful use cases where blockchain technology is making a positive impact on sustainable development issues. For example, one of our portfolio companies in Indonesia is leveraging blockchain technology to promote financial inclusion.

This company addresses the significant challenge faced by gig workers in accessing traditional financial services. In Indonesia, most banks do not provide loans to gig workers, even when they have regular incomes. To solve this, the company offers microfinance solutions to gig workers and records loan repayment transactions on the Kaia chain as NFTs. These NFTs serve as a verifiable record of financial behavior.

Through partnerships with local banks, they aim to ensure that these NFTs can be used as a reference for gig workers to access traditional loans. This innovative use of blockchain technology highlights how Kaia's ecosystem can contribute to addressing real-world challenges, even at this early stage of our journey.

Ashwani: Kaia leverages blockchain's transparency and decentralization to address poverty, inequality, and climate change in Southeast Asia. By enabling financial inclusion through decentralized finance (DeFi) and low-cost remittances, Kaia aims to unbanked populations. It ensures transparency and supports decentralized governance, giving communities control over resources. Through tokenized assets (e.q, tokenization of ships in Indonesia), it unlocks investment opportunities, while its analytics measure impact and optimize resource allocation.

Ishan Pandey: Southeast Asia is known for its rapidly growing tech-savvy population. What strategies are you employing to foster grassroots adoption of Kaia's blockchain technology in the region?

Eddie Kim: I believe I've already addressed this question earlier, but I'd like to add one more important point—our partnership strategy. We consistently strive to identify local partners with strong community and developer relationships and invite them to become governance council members. By doing so, these local partners become key stakeholders in the Kaia chain.

These partners act as our representatives in their respective markets, engaging with the local community and helping us design tailored strategies that resonate with local needs. Moreover, they play a crucial role in building additional partnerships with key players in the region, ensuring that our approach remains localized and effective.

Ishan Pandey: How do you leverage your experience with international organizations like the ASEAN Secretariat and UNICEF to build partnerships that align Kaia's expansion goals with regional development priorities?

Eddie Kim: With nearly a decade of experience in the region, I have developed a strong understanding of its dynamics. While my work primarily involved interacting with the public sector—including government agencies, international organizations, and think tanks—I have always made it a point to observe and understand the market and local communities as well.

My extensive travels across the region allowed me to experience its diversity firsthand. These experiences have given me a unique intuition about the region, which has proven valuable in prioritizing resources and building partnerships. Over the past four years, this intuition has guided me effectively, helping us establish meaningful collaborations.

I am optimistic that this same approach will enable me to identify the right partner in India to support our expansion efforts.

Ishan Pandey: As Head of Ecosystem, what specific steps are you taking to attract developers and projects to Kaia, and how do you ensure that these partnerships lead to sustainable growth for the ecosystem?

Ashwani: As Head of Ecosystem at Kaia, the focus is on attracting developers and projects while ensuring sustainable growth through robust support, funding, and practical use cases.

Kaia provides developer-friendly tools like the NEXT WEB SDK, Kaia Wallet SDK, and Wallet Market API, enabling seamless dApp creation and integration with popular platforms like LINE and KakaoTalk. Comprehensive documentation and responsive technical support further reduce barriers for developers.

To incentivize participation, Kaia offers initiatives such as the Kaia Wave program, providing up to $1.2 million in funding and mentorship. Hackathons and competitions foster innovation and visibility, while a vibrant developer community encourages collaboration. Kaia drives real-world applications by supporting asset tokenization, enabling projects to create tangible value in sectors like real estate and logistics.

Strategic partnerships with LINE NEXT and others expand the ecosystem's reach, while targeted collaborations align projects with market demand.

Sustainable growth is ensured through revenue-sharing models, user adoption incentives, and analytics to help developers refine applications. By promoting user-centric solutions and aligning incentives, Kaia fosters long-term engagement from both developers and users.

Kaia's blend of incentives, tools, and real-world focus creates a thriving ecosystem, bridging blockchain innovation with practical adoption, particularly in markets like Southeast Asia.

Ishan Pandey: What role does interoperability play in your strategy for Kaia's ecosystem growth, and how do you plan to position Kaia as a key player in the multichain future?

Ashwani: Interoperability is central to Kaia's strategy for ecosystem growth, enabling seamless interaction across blockchains, applications, and users. By prioritizing multichain functionality, Kaia positions itself as a key player in the Web3 multichain future, fostering usability, innovation, and connectivity.

Kaia supports cross-chain interactions by developing bridge infrastructure, allowing assets, data, and transactions to move freely across networks. Tools like multichain-compatible SDKs enable developers to build applications that operate across ecosystems, maximizing reach and utility.

Strategic partnerships with major blockchains and adoption of interoperability standards, such as Inter-Blockchain Communication (IBC), ensure compatibility and security. Kaia enhances user experience with cross-chain wallets and unified APIs, simplifying multichain asset management and dApp creation.

Interoperability also drives real-world applications like the tokenization of assets (e.g., real estate or commodities), expanding liquidity and use cases in sectors like finance, gaming, and supply chain.

Kaia positions itself as a multichain hub by facilitating cross-chain liquidity aggregation, providing developer incentives for interoperable projects, and ensuring secure, transparent governance. With a user- and developer-focused approach, Kaia is set to become a pivotal player in the multichain Web3 landscape, enabling scalable blockchain adoption and innovation.

Don’t forget to like and share the story!